Abstract
Using social marketing techniques, macro-social marketing seeks to bring about systematic society-wide changes (Kennedy, 2016). Therefore, macrosocial marketing goes beyond focusing on solving problems at individual level and deals with complex wicked problems that require systems-wide interventions to solve (Kennedy & Parsons, 2015). Wicked problems are those social problems that are not clearly defined and it is hard to uncover a solution for them since they are unstructured, multi-causal, not stable over time and sometimes bring unexpected consequences (Kennedy et al., 2017); and include obesity, environmental degradation, drug abuse, alcohol consumption and so forth...
| Original language | English |
|---|---|
| Pages (from-to) | 353-362 |
| Number of pages | 10 |
| Journal | Proceedings of the annual Macromarketing Conference |
| Publication status | Published - 2021 |
| Externally published | Yes |
| Event | 46th Annual Macromarketing Conference: Macromarketing Putting the Local into Global - Duration: 12 Jul 2021 → 17 Jul 2021 Conference number: 46 https://www.macromarketing.org/conference/2021/ |
Keywords
- Social marketing
- Macro-social marketing
